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Google has confirmed that they have started rolling out the intrusive mobile interstitial penalty from 10th January, 2017. Google already warned us about this and also told that this was coming almost six months ago, and it did start rolling out on 10th January, 2017, as Google promised.

Google’s Gary Illyes and John Mueller confirmed the news about penalty began rolling out on 10th January.

This penalty only penalize intrusive interstitials that take place right away after going from a mobile search result to landing page. It does not penalize pages after that, in case you have a intrusive interstitial that shows up afterward in the click path on your site, this won’t impact it: it only looks for those intrusive interstitial that comes after the click from the Google search results page.

In other words “websites where content is not easily available to a user on the transition from the Google mobile search results may not rank as highly.”

The three types of interstitials that would not be affected by the new signal are:

Interstitials that come into sight in response to a legal obligation, for example, age verification, cookie usage etc.

Login dialogs on websites where content is not available publicly. For example, private content such as email etc.

Those banners which make use of a reasonable amount of screen space and one can easily dismiss them. For example, the app install banners shown on chrome and safari.